EIA pt.1 - IPD

Design and Product Development
Guest Lecture at Tallinn European Innovation Academy
Thomas J. Howard
www.thomasjhoward.com
thow@mek.dtu.dk

Unless otherwise stated, this material is under a Creative
Commons 3.0 Attribution–Share-Alike licence and can be
freely modified, used and redistributed but only under the
same licence and if including the following statement:
“Original material by Thomas J. Howard, The Technical University of Denmark”

Agenda

09:30 – Integrated Product Development
10:05 – Exercise
10:20 – Break and discussion

10:30 – Product/Service-Systems (PSS)
10:05 – Exercise
11:20 – Break and discussion

11:30 – Open Design
11:05 – Exercise
11:20 – Discussion

LUNCH
13:00 – Protovation
13:45 – Exercise

2 Original material by Thomas J. Howard, The Technical University of Denmark 2012

Product Development:
Sequential vs Integrated
Working for each other, not before each other.

Recommended Reading
Source of inspiration for this lecture:
Integrated Product Development
Mogens Myrup Andreasen & Lars Hein (2000)


EXERCISE 1 - Example
Using as few of the numbers as possible:

6 1 7 8 2 5
Using these functions: +, -, x, /, (, )

(7 – 2 ) x 5 25
Make or get as close as you can to: 25 __________=____


EXERCISE 1a
Using as few of the numbers as possible:

6 7 4 1 6 4 8
Using these functions: +, -, x, /, (, )




Cross out the
numbers used

Sequential or “Over the wall” development

Marketing want: 24

Designers want: 12

Manufacturers want: 4

6 7 4 1 6 4 8

Exercise 1b
Integrated development

Using as few numbers as possible, try to meet all
targets at the same time (use numbers only once)

6 7 4 1 6 4 8
Marketing wants: 24 __________ = ____

Stylists want: 12 __________ = ____

Manufacturers want: 4 __________ = ____


The role of the product developer

Image from: http://farm4.static.flickr.com/3289/3060694963_3d778f69dd.jpg


Does this really apply to product
development

• Constraints imposed by design decisions cause
compromise for other stakeholders
• Product development is greatly complex
• Nobody knows how a product is developed
Even a simple product like a pencil!


Project cost allocation


EXERCISE 2:
List the stakeholders involved in your
product/service and its development.

Some important stakeholder activities:
• Engineering
• User / Operators
• Shipping / Distribution
• Sales / Retailing
• Purchasing
• Quality control
• Assembly
• Disposal
• Manufacturing
• Suppliers


The three Key disciplines of Integrated
Product Development (IPD)

Market
’Need’
Situation Product Business

Production


The three Key disciplines of Integrated
Product Development (IPD)

Marketing, Sales, Forecasting, User-studies

’Need’
Situation
Design, Engineering, Aesthetics, Ergonomics Business
Manufacture, Assembly, Packaging, Transport


“Integrated Product Development is:

an idealised model of development
where the business case of a
product is built from the
perspectives of all stakeholders”


2 Products with the same task...


EXERCISE 3:
Analyse the sample in terms of the key
disciplines of IPD

High end, premium, brand Functional, mid range
Market differentiation

Relatively complex so can Simple, easy to use, less clean
Product malfunction, cleaner in
operation, easier to direct
in operation

Difficult manufacture and Very simple 1 piece moulding,
Production assemble no assembly except insertion


Which product is better?

Market
Product Business

Production


Extreme cases...
Where does the value lie?

 No market differentiation or wow factor $$$$
 Lighter, more sturdy, cheaper, better functioning product $
 Cheaper, quicker and easier production $


Concurrent Engineering

Designing the Product and
Production simultaneously

Market
Product Business

Production


What are DFX methods?
DFX: Design For X
• where ‘X’ is an important aspect related to the product lifecycle,
• and ‘Design For’ means to design the product in order to improve

Important DFXs:
DFE – Design for the Environment
DFM – Design for Manufacturability
DFA – Design for Assembly
DFS – Design for Serviceability
DFC – Design for Changeover
DFD – Design for Disassembly
DFQ – Design for Quality (QFD method)


DfX and Life Cycle

Environment
Flexibility

Efficiency
Quality

Time
Cost

Risk
Design for …
Df – Cost
Df – Assembly
Df – Manufacturing
Df – Usability
Df – Quality
Df – Serviceability
Df – Environment
Platform development
…

[Score model from
Olesen, 1992]


Think about service in advance...
Headlamp bulb replacement example

This side up

[Case from Winston Knight, Rhode Island]


Here’s what it takes...
Disassemble: Reassemble:
2 Screws (left side light) Headlamp bulb
Cover (left side light) Headlamp glass
Cable connector Headlamp trim
Housing (left side light) 4 Screws (headlamp trim)
2 Screws (right side light) Radiator panel
Cover (right side light) 14 Screws (radiator panel)
Cable connector Housing (right side light)
Housing (right side light) Cable connector
14 Screws (radiator panel) Cover (right side light)
Radiator panel 2 Screws (right side light)
4 Screws (headlamp trim) Housing (left side light)
Headlamp trim Cable connector
Headlamp glass Cover (left side light)
Headlamp bulb 2 Screws (left side light)
32 items 32 items


Design for Manufacture and
Assembly (DFMA)
“That’s all well and good but how are we gonna make it?”

Boeing Helicopter
(formerly McDonnell Douglas Helicopter Systems)

Apache Longbow Helicopter
Redesign

Estimated savings

$1.3 billion over life of program

One aircraft per month

Increased to five per month


Anti-Flair Bracket Assembly for the
Boeing Longbow Apache Helicopter

Before After

1 high-speed machined part
5 sheet metal parts 2 hours manufacturing
19 rivets 10% less weight
20 tools needed 45% less cost
32 hours manufacturing Tooling cost virtually eliminated

Source: Alfredo Herrera,1998 International DFMA forum, Newport, RI


Jump Seat assembly

Base line analysis
105 separate parts
Total assembly time estimate
1440 s, excluding paint
application
Many tubular parts and small
tabs hand welded during
assembly
Many reorientations of product
during assembly


Jump Seat assembly

Phase 1 Proposal
Objective to reduce parts and assembly time
while maintaining essential functions
Most welding steps eliminated
Cams and rolling components replaced by
slides guided in slots
Part count reduced to 19 , with 5 major
subassemblies
Assembly time estimate reduced to 258 s
A more radical Phase 2 proposal that loses
some functionality was also developed


DfMA – Housing corner piece

Lønstrup

[Andreasen, Kähler & Lund, 1988 – “Design for Assembly”]

DfA – Plastic integration


Customer relationship modelling

Designing the Market and
Product simultaneously
Market
Product Business

Production


Stakeholders and activities

Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product,
service and business development”, ICED11


Product and user lifecycles

Tan, A., McAloone, T.C., Andreasen, M., “What happens to
integrated product development Models with product/service-
system approaches?”, The 6th Integrated Product Development
workshop, 2006


Applying IPD to NPD
Sketch a product life and activity cycles for sun lotion

Try to suggest a new configuration.


Our solution...

Existing
distribution At point
chains of use

Single
serve


Questions

?

EIA pt.1 - IPD

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